Globetrender is the UK’s leading travel trend forecasting agency and online magazine dedicated to the future of travel

“We believe the future is knowable”


Globetrender’s downloadable trend reports are based on qualitative journalistic research, expert interviews, observation of the changing needs and desires of consumers, strategic intuition, hard data from multiple sources and cross-cultural analysis.

We also partner with third-party market research companies such as YouthSight to provide fresh quantitative data on consumer sentiment.

We set our sights on what is going on in the early stages of adoption so that the information we deliver feels fresh and you have time to act on it. Equally, it is embedded enough that it is solid and reliable, not just flimsy future-gazing.

Out trend reports are read by thousands of travel industry professionals, as well as executives from a wide-variety of multinational corporations and consultancies looking for insights into the future of travel and consumer behaviour.

TESTIMONIAL: “We’ve found the Globetrender reports incredibly insightful as an agency, especially for our clients, who have found seeing a change to their competitive set helpful to manoeuvre their positioning within the market. The pandemic has brought up a whole host of challenges in its own right, Globetrender’s insights have greatly assisted us to feedback to our clients viable trends to capitalise on.” Natalia Dowling-Kennedy, JV Public Relations

TESTIMONIAL: “Globetrender reports always have their finger on the pulse of what is happening in the travel world. The content is always fresh and up-to-the minute and, as a PR, prove invaluable when forward-planning for our clients. We can always count on the seasoned Globetrender team to deliver expert insight and look forward to each new report.” Julia Pimental, Perowne International


Our free weekly innovators briefing goes out to a growing list of more than 4,500 subscribers – 85% of whom work in the travel industry.


Many of our scheduled trend reports offer the opportunity for sponsorship – previous sponsors include American Express Global Business Travel, Cookson Adventures, Cirium and The PC Agency. Bespoke trend reports for internal or external use can be produced on request.

Globetrender’s weekly newsletter is also available to sponsor.


Trend forecasting is essential for informing your business decisions, reducing risks and inspiring new ways of thinking, as the world around you changes.

With Globetrender, you will receive a highly personalised series of engagements that will enable you to accelerate your decision-making, understand the shifts taking place in travel and how to capitalise on them, quickly.


  • How to identify opportunities at a time of crisis
  • How to make sense of changes taking place in the industry
  • Key trends relevant to your business
  • How other companies are innovating
  • Strategies for the road ahead
  • Insights into what travel editors and journalists want
  • How to think creatively and identify opportunities
  • Action plans and solutions to key problems
  • Key takeaways


Jenny SouthanGlobetrender was founded by award-winning travel journalist Jenny Southan. Previously features editor of Business Traveller magazine, she also writes in a freelance capacity for publications including Conde Nast Traveller, The Telegraph and Mr Porter.

Jenny is available to book for public speaking engagements including webinars, talks, live broadcasts (she regularly comments on BBC Radio), workshops, panels, conferences and conventions.


Editor and founder Jenny Southan


In 2019, Globetrender formed a joint venture with Waterfront Publishing, an independent publisher based in central London. It has two in-house magazines, Cruise Adviser and Solus, and also publishes ABTA Magazine, a bi-monthly publication distributed to 17,500 ABTA members and UK travel industry contacts.

In 2017, Globetrender was shortlisted for “Online Consumer Publication of the Year” in the Travel Media Awards.